"little data in a big data world"

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"Big Data" is an over-used buzzword (google it compared to Obamacare & see how many results for each). Marketing is about building closer relationships with the targeted customers. The transformation of data to information to strategy/tactics is one way to achieve better customer relationships. This is the actual presentation (with some slides removed to protect client confidentiality).

TRANSCRIPT

Page 1: "Little Data In a Big Data World"
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ExlPharma –Digital Pharma Conference

Jeff Pelaccio

November 12, 2013

Princeton, NJ

Little Data in a Big Data World

Page 4: "Little Data In a Big Data World"

Sales

Marketing

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Discussion Topics

Big Data?

Defining KPIs

Data -> Information -> Marketing ROI

Multi-Channel Impact

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1,870,000,000

vs.

35,900,000

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2,500,000,000

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KPIs

Business Impact

Marketing

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KPIs – Business Impact

Market Share

Revenue

Profit

Marketing ROI

Customer Satisfaction

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KPIs - Marketing

Customer Value

Loyalty/Retention Rate

Top Customer Metrics

Acquisition Targets

Brand Health

Marketing Program ROI

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All Product

Websites One Integrated

Performance

Dashboard

Integrated

Campaigns Sales, Web, Media One

Integrated Performance

Dashboard

Acquisition &

Retention Integrated Sales

Performance

Dashboard by Region

& Species

Top Customers Top Customer

Performance

Dashboard by Region

& Species

Executive

Metrics Integrated Sales Team

Metrics Performance

by Region & Species

Page 20: "Little Data In a Big Data World"
Page 21: "Little Data In a Big Data World"

$791,036

$2,675,166

Page 22: "Little Data In a Big Data World"

$55,372,00

$197,962,289

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Customer Segmentation Average Sales per Customer

Non-Target Target

Changed to Non-Target $1,700

Changed Visits Down $3,200

Changed Visits Up $3,900

Changed - Target $4,100

Agree $750 $4,300

Average Sales/Cust. $870 $3,300

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Contact Information

[email protected]

913.226.3487 (cell)